Understanding your health score
How the 0–100 score is calculated, what each category measures and how to improve it.
The health score summarises how well an account is configured and managed. It is designed to be comparable over time, not absolute across businesses.
Categories and weights
| Category | Weight | What it measures |
|---|---|---|
| Account structure | 15% | Campaign and ad-group organisation, naming, segmentation |
| Keywords & search terms | 20% | Keyword coverage, match types, negatives, wasted queries |
| Budget & pacing | 15% | Pacing, budget-limited campaigns, allocation efficiency |
| Bidding strategy | 15% | Strategy fit, targets, learning-period issues |
| Ad copy & creatives | 15% | Asset strength, fatigue, coverage |
| Conversion tracking | 10% | Duplicates, missing values, funnel gaps |
| Audiences & targeting | 10% | Overlap, exclusions, segmentation |
The overall score is the weighted average of the categories.
Grades
| Score | Grade | Meaning |
|---|---|---|
| 90–100 | A | Well optimised, monitor only |
| 75–89 | B | Healthy with clear upside |
| 60–74 | C | Several fixable issues costing money |
| 45–59 | D | Significant waste and structural problems |
| 0–44 | F | Urgent — tracking or structure is likely broken |
Improving your score
- Open the lowest-scoring category.
- Read the findings and their projected impact.
- Apply the high-impact recommendations first.
- Re-run the audit to confirm the score moved.
Most accounts gain 10–20 points within the first week, largely from negative keywords and tracking fixes.